ASU Electronic Theses and Dissertations
This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.
In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.
Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at gradformat@asu.edu.
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- All Subjects: editorial staff
- All Subjects: markeing and sales strategy
- Creators: Shen, Wei
Description
In this study I investigate the factors that may influence consumer preference and choice in China’s home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel by consumers to gather information about home interior decoration, (2) design style is the most influential factor in consumers’ choice of home interior decoration company, and (3) consumers are more likely to choose home interior decoration companies to provide full services when they are between 35 to 45 years old or above 55 years old, when it is the first time for them to purchase a real estate property, and when they are located in the Eastern region of China. Findings of this study can help home interior decoration companies better understand customer needs and preferences, facilitate changes in their marketing and sales strategies, and consequently strengthen their competitive advantage．
ContributorsYang, Jin (Author) / Shen, Wei (Thesis advisor) / Zhang, Anmin (Committee member) / Gu, Bin (Committee member) / Arizona State University (Publisher)
Created2015
Description
The traditional newspaper industry has been under tremendous pressure in recent years due to the emergence and growth of new media. Experiencing of a fast-shrinking market share, many traditional newspaper companies are either pushed out of business or are forced to innovate and reform. In this thesis, I investigate the organizational changes at one of the largest newspaper groups in China, particularly regarding its incentive systems as the group adjusts its business scopes under both internal and external institutional constraints.
Publishers of newspapers were traditionally considered non-profit organizations or social institutions in China. Because of their focus on social goals, their activities were not market driven, including the incentive systems for editorial staff members who were central to the content of the newspapers. As the competition from market-driven new media companies increased, many traditional newspaper organizations started to transform themselves into profit-seeking companies. To survive and grow stronger in the new environment, the traditional newspaper industry needs to effectively motivate its workforce by implementing an effective incentive system for the editorial staff.
In this study I first explain the difficulities the traditional newspaper organizations face to implement an incentive system that both satisfies media’s social responsibility and creates sufficient incentive for for editorial staff. Next, I provides a brief history of the reforms occurred in the Chinese newspaper industry in general and the reforms in Shanghai in particular. I then conduct in-depth case analyses of the incentive systems adopted by four successful companies, including one U.S. media company, two Chinese media groups, and one private non-media company in China. Based on the findings from these case analyses and a demographic analysis of the challenges in motivating editorial staff, a new incentive system is designed and implemented in a major newspaper/media group in Shanghai, followed by a survey of its effects on the editorial staff months later. According to the survey, I find that editorial staff members are generally positive about the reforms that have been carried out at this media group, reinforcing the confidence of the group’s leaders in continuing to push the reforms forward. This study concludes by proposing a framework that can be used to guide the transformation of the traditional newspaper organizations to market-driven new media companies.
Publishers of newspapers were traditionally considered non-profit organizations or social institutions in China. Because of their focus on social goals, their activities were not market driven, including the incentive systems for editorial staff members who were central to the content of the newspapers. As the competition from market-driven new media companies increased, many traditional newspaper organizations started to transform themselves into profit-seeking companies. To survive and grow stronger in the new environment, the traditional newspaper industry needs to effectively motivate its workforce by implementing an effective incentive system for the editorial staff.
In this study I first explain the difficulities the traditional newspaper organizations face to implement an incentive system that both satisfies media’s social responsibility and creates sufficient incentive for for editorial staff. Next, I provides a brief history of the reforms occurred in the Chinese newspaper industry in general and the reforms in Shanghai in particular. I then conduct in-depth case analyses of the incentive systems adopted by four successful companies, including one U.S. media company, two Chinese media groups, and one private non-media company in China. Based on the findings from these case analyses and a demographic analysis of the challenges in motivating editorial staff, a new incentive system is designed and implemented in a major newspaper/media group in Shanghai, followed by a survey of its effects on the editorial staff months later. According to the survey, I find that editorial staff members are generally positive about the reforms that have been carried out at this media group, reinforcing the confidence of the group’s leaders in continuing to push the reforms forward. This study concludes by proposing a framework that can be used to guide the transformation of the traditional newspaper organizations to market-driven new media companies.
ContributorsQiu, Xin (Author) / Shen, Wei (Thesis advisor) / Hwang, Yuhchang (Committee member) / Zhang, Anming (Committee member) / Arizona State University (Publisher)
Created2016